Facebook Uses An Unlikely Medium

If you owned the largest communications medium on the planet, what would you use to apologize to the United States? Mark Zuckerberg took out full-page ads in U.S. and British newspapers Sunday.

The message was straightforward and clear. He apologized for the “breach of trust.” He then went on and said how Facebook will learn and move on from this issue.

“I’m sorry we didn’t do more at the time,” he said. “We’re now taking steps to ensure this doesn’t happen again.”

I wasn’t surprised by the message; I was surprised he didn’t use his own medium. Worldwide there are more than 2 billion monthly active Facebook users. I couldn’t find one news (or fake news) story where they asked Facebook why they used print instead of buying space on their own super medium.

There is still something magical about print: There is something more tangible, more credible and more newsworthy about placing full-page ads in major market newspapers, especially on Sunday. It’s a great way to say “I’m sorry.”

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